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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/growth-strategy
课程评论：没有评论
课程名称：创业 3：增长策略 课程概述：本课程旨在帮助学员理解成功创业公司快速增长的关键要素，包括需求生成、客户获取、产品采用、传播以及需求预测的概述。学员将学习如何有效利用数字营销、社交媒体、公关、搜索引擎优化及定价策略进行市场营销。此外，课程还将探讨构建销售流程、合作伙伴关系和供应关系的基本要素，以及吸引、发展和留住人才的关键组件。课程结束时，学员将能够为自己的创意或企业制定扩展策略，并为下一个课程《创业 4：融资与盈利能力》做好准备。 课程大纲： 模块 1：客户获取与需求预测 该模块侧重于在创业公司增长阶段的客户获取策略及产品需求理解。学员将掌握客户获取的基础经济概念，包括客户生命周期价值及投资回报率（ROI）。还将学习如何通过定价及补贴构建“双边市场”。此外，也会探讨新产品的采用率及需求预测的挑战。完成该模块后，学员将对创业公司从启动到增长的核心问题有坚实的理解。 模块 2：市场营销与公关 本模块将探讨现代创业公司用于推广新产品和服务的策略。学员将学习数字营销的三种主要方式（自有、付费和获得），以及何时如何使用这些媒体选项。同时，学员还将学习如何利用社交媒体、搜索引擎优化（SEO）、赞助搜索结果及广告。通过免费媒体的运用，学员将能够评估与公关公司合作的利弊。完成模块后，学员将能够为自己的企业制定数字营销和公关策略。 模块 3：成本结构、定价与跟踪 该模块旨在帮助学员建立关于创业公司增长的经济学基础，包括理解和实施成本目标、定价策略及结果测量。学员将学习制定成本目标和利润要求的数学原理，以及产品、服务定价的原则，并探索如何识别关键绩效指标（KPI）以评估业务健康状况。完成模块后，学员将掌握影响成功企业的成本、价格、销售和生产策略的基础经济知识。 模块 4：创建与扩展公司文化 本模块探讨吸引和留住人才的最佳方法，建立有利于增长的公司文化，以及如何处理创业公司在扩张过程中面临的人事管理挑战。学员将学习如何战略性地扩大规模，以及在确立市场地位后的扩展决策。同时，模块还会关注垂直扩展与横向扩展的区别。完成此模块后，学员将具备管理创业公司人事和战略方向所需的决策能力。
Name:Module 1: Acquiring Customers and Forecasting Demand
Description:This first module focuses on strategies to acquire customers and understand product demand when a start-up is in growth mode. You’ll learn foundational economic concepts in customer acquisition, including customer value over time, customer lifetime value and ROI, and customer equity. You’ll also learn about the key theory of “two-sided markets” and explore how entrepreneurs can build these markets through pricing and subsidization. Even the most exciting and useful new products and services face challenges in convincing people to adopt them, and so you'll explore actionable research and examples that explain the rate of diffusion, the adoption of new products, and ways to attack the challenge of forecasting demand. By the end of this module, you’ll have a solid grounding in the core concerns of start-ups as they move from launch to growth.
Name:Module 2: Marketing and PR
Description:In this module, you'll explore the strategies modern start-ups use to get the word out about new products and services. You'll learn the three primary modes of digital marketing (owned, paid, and earned), and when and how these media options can be utilized by a start-up. You'll also learn how to harness the powers of social media, search engine optimization (SEO), “sponsored” search engine results, display ads and social ads. Finally, you'll understand how to leverage free media and assess the pros and cons of engaging PR firms. By the end of this module, you'll be able to develop digital marketing and pr strategies for your enterprise.
Name:Module 3: Cost Structures, Pricing, and Tracking
Description:This module was designed to give you a strong foundation in the economics around growing a start-up, including how to understand and implement cost targets, pricing strategies, and outcome measurement. You’ll learn the math behind creating cost targets and margin requirements (whether your product or service will be sold via retailers or some other channel), the principles that guide pricing of products and services, and how to implement the “four Cs” of pricing while measuring price sensitivity. You'll also explore how to identify key performance indicators (KPIs) to determine whether your business is thriving or failing, how to efficiently grow a customer base through sales partnerships, and how to decide whether to make your own products/components or purchase them from a third party. By the end of this module, you will possess the foundational economic knowledge that informs the cost, price, sales, and production strategies used by successful entrepreneurs today.
Name:Module 4: Creating and Scaling Company Culture
Description:This module explores the best approaches for attracting and retaining talent, creating a company culture that is conducive to growth, and how company founders and early employees can learn to delegate authority and manage the people-based growing pains that many start-ups experience. You'll learn how to scale up strategically, and how to you decide whether to expand to different segments once you establish a foothold in your target segment. You'll also examine the differences between vertical expansion and horizontal expansion, and learn how to decide which path to pursue. By the end of this module, you’ll be equipped to make the tough decisions required to manage a start-up’s personnel roster and strategic direction as your business grows.
Start-ups are designed to grow quickly, but successful start-ups grow smart. This course is designed to provide you with an understanding of the essential elements of successful scaling, including an overview of demand generation, customer acquisition, adoption, diffusion and forecasting demand. You’ll also learn how to market effectively using best practices of digital marketing, social media, PR, SEO, and pricing. Finally, you’ll cover the nuts and bolts of building a sales process, partnerships and supply relationships, and examine the crucial components of attracting, developing and retaining talent. By the end of this course, you’ll have an outline of an expansion strategy for your idea or enterprise, and also be ready for Entrepreneurship 4: Financing and Profitability
